Making Your Blog the Focus of Your Social Media Marketing

This is a guest article by Nick Lewis . Join the discussion and voice your opinion by following our guest blogging guidelines.

Blog should be the focus of your social media campaign

Full length blogging vs. micro-blogging

Pretty much every company with any some sort of online presence is now on Facebook and Twitter, pumping out micro-blogs by the day (if not minute). Obviously these platforms are fantastic for building a community around your brand, and allow you to make pithy little comments on your industry that may establish you as someone ‘in the know’ within your niche, but character limits alone place strict boundaries on how much you can really get your message across. Similarly, your presence on these platforms can seem oddly disparate.

Establishing a blog isn’t so much blog vs. micro-blog as establishing a hub to create a mutually supportive internal network between your various social media channels.

Setting out your stall

If the gold standard of social media is establishing you as an authority within your niche, and creating a community around that authority, then a blog is a considerable step towards those goals.

As Topshop in the UK have clearly realised, a proper blog gives you the opportunity to really set out your stall in a way Facebook and Twitter don’t. In the same way that publishing a proper book makes you more authoritative in the eyes of the public than a couple of newspaper columns, in the short-format internet a regularly updated, insightful blog means much more than a stream of witty tweets.

Not only that, but amidst the chatter, it gives you somewhere to routinely link back to, that reinforces your brand and provides a larger space for people to get into your world – there’s more content on a blog than a Facebook page, which means more time engaging with your brand, which makes users more likely to buy into your brand.

Taking it on home

Although Topshop have got the idea with their content strategy, where they fall short is in their funnelling.

The blog’s design is closely related to the Topshop website, although the correlation could be stronger. It gives the impression of a web design agency’s rush job of recreating the original site in WordPress, rather than properly integrating it.

Similarly, placing it on a subdomain rather than as a page in its own right is a missed opportunity for visitors to organically navigate their way to products straight from the blog, rather than having to be directed towards them in the posts themselves.
Tighter integration is a clear way to practice a soft sell approach alongside the harder sell of the ecommerce site.

If their blog were more tightly integrated, when linking to it from Facebook and Twitter, they would also be directing people to the main site without actively pushing a product.


I’ve taken Topshop as a good example of a company blog, because they advertise it in their shops as well as pointing to it from their social media profiles. They use it not only to show off their products but to establish a more informal character to the brand – it’s clearly a key part of their overall marketing strategy, and provides a hub around which the rest of their online activity can orbit.

At the same time, it still has room for improvement, and lessons for the rest of us can be learned from these mistakes.

  • I think a lot of people are attracted to the micro blogging because it’s so easy. You don’t really have to think things out very much and you don’t really have to know anything about running a website. People are intimidated by the idea of having to make full blog posts and run a website.

    • Microblogging is a great funnel to a website or blog. I have used Twitter, Facebook, and other microblogs in combination. The result is not only more traffic, but an actual rise in my Google pagerank. Linking together really has benefits.

      • Taylor,
        that is true. More links to a website increases its chances of attaining a higher page rank. microblogging can help in building links for your website

    • Josh it is a mental thing. Nothing is difficult. You have to get over your apprehensions. I thought, I wouldn’t be able to write a 200 word article and now, it is a piece of cake.

      Microblogging can be used to share stuff you like and blogs should be for more serious stuff like sharing knowledge or discussing serious issues.

  • I completely agree with this article. Today almost of the blogger will prefer social media because it will help them to come up.Thanks a lot for sharing your own ideas on here, Nick.

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  • Interesting article to say the least. Our company hasn’t started marketing online and I must say it’s a huge mistake but it’s out of my control. I’m a hug e fan of building an online presences even if it’s is only micro blogging or blogging in general. Creating conversations and discussions around your product and service that is positive should always be on the top priority list when marketing.

  • I don’t have youtube, facebook or twitter account, but maybe it will strong help me to promote my website? I don’t think so.. Because, only high quality content and conversation with your readers, will do it.

  • Yeah, social media is one of the basic platform to increase the traffic with the great support. And, its one of the valuable info to all the people without any error. And, i would like to say thanks for given excellent content on here.

  • Great Article! I am going to put this information to good use starting today!

  • rnd technologies

    Nice view.

  • Yeah, agree with you 100%. Read somewhere that traffic should be directed to your blog more than to any of your social media platforms. Can remember why now but it stuck.